TORONTO – When you’re the biggest wireless company in Canada, plus one of the biggest Internet service providers and cable companies, you know a lot about Canadians as content consumers. “For the last four years, we’ve done an enormous amount of work creating a massive data lake, compiling all of that data in one massive […]
TORONTO – Advertisers can target specific audiences on 24 of Corus Entertainment’s adult specialty stations via a self-serve advertising platform designed to ease buyer “pain points.” But while the technology would facilitate household addressability, Canadian regulations and other hurdles stand in the way, according to the company’s head of Advanced Advertising Sales, Barry Marcus. Powered […]
TORONTO – Turns out that Canadian television viewers aren’t much different from those in other countries. Research shows that in-home viewing promotes “household bonding” while providing a much-desired cultural connection to the outside world. Not that the advertising industry knew this instinctively. In fact, it’s been looking in the wrong direction for awhile, according to […]
TORONTO – Even though it has different television regulations, Canada is officially part of North America along with the United States. So as direct-to-consumer television offerings proliferate, companies like Rogers Media are trying to piece together the ever-shifting puzzle that is program acquisition and commissioning. “So what we need to look at here in Canada […]
TORONTO — As Cadent’s technology powers the targeted-television advertising platform that pools the inventory of Sky and Virgin Media in the UK and Ireland, the company is busy helping to scale dynamic ad insertion in Canada. Among its tasks for Sky and Virgin are creating a “compliant, walled garden” to abide by GDPR privacy strictures, […]
TORONTO—Although Canada is behind the United States in the adoption of addressable linear television advertising—owing largely to inadequate set-top boxes—that’s going to change quickly. “Disruption is here” in the form of Netflix and other OTT providers, says Rich Astley, Global Chief Product Officer of GroupM’s Finecast agency. Canada is a “fascinating market and for many […]
There’s so much enthusiasm expressed for the convergence of digital media and traditional television, it’s easy to wonder why targeting and measurement aren’t light years ahead. But given individual business demands, “everybody’s trying to get an edge,” says TiVo’s Walt Horstman. Meanwhile, because linear television hasn’t given up the Upfront negotiating mainstay, it’s still going […]
The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath’s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV. “The future of how TV is being delivered […]
Cloud-based media inventory yield management specialist Furious Corp.’s new president, Neil Schaffer, has helped execute business process reengineering to industries as varied as paper and optical products. When he views the television industry, he sees more “reacting more than pro-acting” in the face of platform proliferation. With more than a decade in the media industry, […]
Publishers and ad agencies have spent years adding new channels to their overall content mix. But, whilst that strategy has undoubtedly allowed marketers to reach consumers in new places, a growing school of thought holds that it has also created a whole new array of silos. That’s the view of one ad agency man at […]
Business at the Dentsu Aegis Network has been revolutionized by an earlier shift in the way it spends money on video and TV. In 2018, many buyers are struggling to bridge the chasm across multiple media channels like these, which they nevertheless need to deliver through. In this video interview with Beet.TV, Dentsu Aegis Network’s product […]
Even as digital and traditional media compete for advertising dollars, some traditions remain resilient. A good example is the ongoing Upfront negotiating season, which began in the last quarter of 2017, during which media buyers make long-term spending commitments. “Time has proven that making the long-term bet is a good idea for both sides in […]
One of the more compelling presentations at last week’s Beet Retreat in the City was given by Nancy Reyes of TBWA\Chiat\Day New York. To show how data can not only inform creative but also actually constitute it, Reyes walked the audience through two campaigns from the Netherlands that sought to comfort lonely people and reduce […]
Video engagement advertising pioneer true[X] is looking to leverage the utility of voice-activated assistants and the power of live programming as it rolls out the next generation of attention-based video capabilities. “Engagement advertising is just the beginning,” says Pooja Midha, who recently joined true[X] as President. At last week’s Beet Retreat in the City, Midha—whose […]
When TiVo and Rovi merged in the fall of 2016, one priority was to pool all of the set-top box viewing data from TiVo’s own hardware and combine it with data from cable and satellite operators. But the combined data were useful only to the extent that software could extract insights. “So when we first […]
Many in the advertising world are shifting their goals for TV marketing. No longer is the format just about building brand – in the connected TV era, attribution can also help marketers close the loop, all the way through to purchase. But Ben Tatta doesn’t think marketers should focus only on a single goal. He […]
Armed with more precise viewer insights, cable television providers are well positioned to help not only their advertisers but their network affiliates as well by raising the value of their inventory. “So the days of us confronting each other I think from an advertising standpoint are over and I think we really are going to […]
Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]
A Puerto Rico devastated by last year’s Hurricane Maria is on the verge of its next hurricane season. “And there are still problems,” says GroupM’s Phil Cowdell. There will be more storms and “people are still living under roofs with plastic tarpaulins…there are still people who don’t have power. So what we have to do […]
The TV industry is looking at outcomes and attributions “in a unique way right now” to fend off digital and social competitors that have claimed advertising results for which they’re not always responsible, says NBCUniversal’s Mike Rosen. “There’s that old movie expression don’t bring a knife to a gunfight,” Rosen adds. Yet so far, that’s […]